UNSTOPPABLE

TitleUNSTOPPABLE
BrandMERCK
Product/ServiceREBIF
Category E02. Dierct to Healthcare Professional
Entrant McCANN HEALTH London, UNITED KINGDOM
Idea Creation McCANN HEALTH London, UNITED KINGDOM
Production BLINK PRODUCTIONS London, UNITED KINGDOM
Production 2 MPC LONDON, UNITED KINGDOM
Production 3 FELT MUSIC London, UNITED KINGDOM
Production 4 750MPH London, UNITED KINGDOM
Production 5 SPEADE London, UNITED KINGDOM
Credits
Name Company Position
Adrian Parr McCann Health London Executive Creative Director
Matt Turrell McCann Health Executive Creative Director
Gianpaolo Palombella McCann Health London Creative Director
Libby Middlehurst McCann Health London Associate Creative Director
Cem Hasimi McCann Health Senior Art Director
Katja Mueller McCann Health Senior Designer
Sahra Uhler McCann Health Designer
Pete Rossi McCann Health Typographer
Jonathan Kukathasan McCann Health Managing Director
Lucy Morgan McCann Health Business Director
Juliet Rolls McCann Health Senior Account Director
Hanna McMahon McCann Health Senior Account Executive
Andrew Gardner McCann Health Planning Director
Mary Parker McCann Health Senior Planning Executive
Roy Swansborough McCann Health Agency Producer
Rita Jugessur McCann Health London Producer
Paul Weston Blink Managing Director
Luke Plaister Blink Producer
Truman & Cooper Blink Director
Sebastian Blenkov Blink Director Of Photography
Sacha Szwarc Speade Editor
Matthieu Toullet MPC Colourist
Sam Robson 750mph Sound Engineer

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

Rebif is a prescription medicine regulated under European law; the most restrictive pharmaceutical promotional regulations in the world. To adhere to these regulations, we had to be careful not overpromise what Rebif can offer patients, and all claims need to be backed by an up-to-date evaluation of all the evidence.

Describe the target audience and why your work is relevant to them.

Neurologists treating MS are always looking for treatments they can trust. Rebif was already a well-established MS treatment, having helped countless patients live the life they choose. The pregnancy label change provided a new opportunity to support patients and neurologists, by opening up the conversation about family planning.

Write a short summary of what happens in the film

The film shows a series of snapshots of women, getting on with their lives, doing whatever it is they choose. Whether that be going for a morning swim, powering through a physiotherapy session, a working mum doing the school run, a long shift at a nonstop job, or even having a baby; each woman is living her life with a fearless determination and strength. Each snapshot is accompanied by titles, written in the first person, which highlight the strengths that make them unstoppable. We then revisit each hero, with a proud portrait shot, as the titles reveal what they all have in common; they all have MS. But they won't let their condition get in the way of their plans, even if those plans include starting a family. The film ends with a group shot of our heroes, standing together, fearless and strong, united by the titles; ‘We are unstoppable’.

Tell the jury about the creation of the original music, choice of music track or about the elements of sound design.

The music track plays a pivotal role in bringing the ad to life, and also in bringing the stories together. Having found an unknown rock track with lyrics that articulate perfectly what it means to feel unstoppable, we needed to modernise it. We rearranged and rerecorded ‘Unstoppable’ with a cutting-edge, female vocalist, to be the voice of our unstoppable campaign. We captured live sound for each scene and worked it back into the sound bed to create an authentic soundscape. Sound design plays an important role during the climactic childbirth scene because we could not show anything too explicit. We dropped the track and amplified the SFX, to heighten the dramatic tension and make the viewer feel the intensity of the moment.